"Hello, Summer"... Enjoying Refreshing Beer at Vacation Destinations

Strengthening Peak Season Marketing for Terra and Kelly
Brand Experience Events in Busan, Jeju, and Gangwon

HiteJinro is strengthening its peak season marketing for the summer vacation period, focusing on its beer brands 'Terra' and 'Kelly.' The company aims to enhance its competitiveness in the summer beer market by expanding consumer touchpoints and brand experiences across major vacation destinations and various channels nationwide.

'Terra' is promoting its refreshing concept through vacation promotions that deliver brand experiences and enjoyment at major summer destinations such as Busan, Jeju, and Gangwon. In Busan's popular attraction 'Millak The Market,' a brand experience space called 'Dukkeop The Market' will be operated until the 30th of next month. The venue features a 'soju and beer certificate' experience zone, a photo zone (with an LED wall and a large toad sculpture), and a goods sales zone. Until the end of this month, every Friday to Sunday, tasting events and prize roulette events will be held in collaboration with the local merchants' association in the Haeundae Gunam-ro area, allowing visitors to directly experience the Terra and Jinro brands.

A 'Terra' brand experience space called 'Dukkeop The Market' has been set up on the 2nd floor of Busan Millak The Market, offering a neon photo zone, soju and beer certificate experience zone, and prize events until the 30th of next month.
Photo by HiteJinro

In Yangyang, Gangwon Province, on 'Yangridan-gil,' a hotspot for young tourists, on-site marketing activities are underway. By collaborating with local businesses, the company is expanding consumer experiences through Terra brand tasting events and goods giveaways. In Jeju, HiteJinro is also pursuing mutual growth with the local market by partnering with the Ihoteu Beach food stalls until the 31st of this month.

'Kelly' has also targeted the summer season by launching the 'Kelly x Wiggle Wiggle Special Edition' in collaboration with the lifestyle brand 'Wiggle Wiggle' last April. To deliver 'fun and excitement in everyday life,' HiteJinro applied the Smile We Love (flower) character to 355ml and 500ml cans, and planned a variety of goods such as ice bags, tumblers, special mugs, and openers in Wiggle Wiggle's style and Kelly's amber color. The 355ml can was released in an ice bag special pack at large supermarkets, while the 500ml can was launched exclusively at convenience stores. This differentiated approach received a great response from consumers, with the initial supply selling out within just one month of launch.